CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION ABOUT THE STUDY

There was a time when people with weak eyesight had to face social stigmas, and many terms such as nerd,
geek, four eyes were associated with them. But Lenskart revolutionized the eyewear industry and the idea of
wearing spectacles. After all, Lenskart says, “specsy is the new sexy.” Spectacles today have become a style
statement, and people don’t remove but wear them to look good. But how has the tech-based aggregator of
eyewear transformed the eyewear industry? Let’s study the Lenskart marketing strategy to know the answers.

Lenskart is an Indian multinational optical prescription eyewear retail chain, based in Faridabad. As of March
2023, Lenskart has more than 2,000 stores, three-fourths of which are in India. Its manufacturing facility in
New Delhi manufactures 3 lakh glasses a month. Lenskart is building an automated factory
in Bhiwadi, Rajasthan, with an annual production capacity of 5 crore glasses.
Founded in 2010 by an ex-Microsoft 'techie' with no money but truckloads of relentless passion to make a
difference in this world, Lenskart is India's fastest growing eyewear
business today. With a rapidly growing business reaching out to over 100,000 customers a month via a unique
combination of a strong online business at www.lenskart.com, uniquely designed 1400+ stores, and a first-of-
its-kind 'Home Eye Checkup service, Lenskart is revolutionizing the eyewear industry in India.
Cause: 1/3rd of our population needs glasses but doesn't have access to them, making us the blind capital of the
world with over 15 million blind people.
With the cause in mind, Peyush along with his two co-founders, Amit Chaudhary, and Sumeet Kapahi, founded
'Valyoo Technologies'.

The aim was to truly add 'valyoo' to customers' lives by eliminating the retailers, setting up our own high-
quality manufacturing, and supplying directly to the consumer everywhere in India.

This not only cuts costs but also helps us maintain high-quality standards. Our in-house robotic lens
manufacturing and assembly ensure 100% precision and top-quality control.
Offering the best quality products at affordable prices has helped us grow more than 500% in the last 12 years,
and we are the top optical business in India today. From servicing 30 customers per day to more than 30,000
today, we have come a long way. Our commitment to consumer satisfaction and innovative technologies has
garnered tremendous support from those who believe in our cause.

Marketing Mix:

The basic task of marketing is the delivery of products) to consumers so that their needs are fulfilled and
organizational objectives are also achieved. It involves several important decisions, e.g., deciding about the
product or products which should be offered for sale, price of the product, markets where products may sell and
the means of communication with the consumer for the sale of the product. All these decisions form part of
marketing mix.
The marketing mix is a set of marketing tools employed by a company to promote its products or services in the
market. It includes the 4Ps which stand for Product, Price. Place, and Promotion. In simple terms, the marketing
mix helps businesses deliver the right product in the right place, at the right price, and at the right time.
According to Philip Kotler - "Marketing Mix is the combination of four elements, called the 4P's (product,
Price, Promotion, and Place), that every company has the option of adding, subtracting, or modifying in order to
create a desired marketing strategy"
According to W.J. Stanton, "Marketing mix is the term used to describe the combination of the four inputs
which constitute the core of a company's marketing system, the product, the price structure, the promotional
activities and the distribution system".

Marketing Strategy of Lenskart analyzes the brand with the marketing mix framework which covers the 4Ps
(Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing
approach, promotion planning etc. These business strategies, based on Lenskart marketing mix, help the brand
succeed in the market.
Lenskart marketing strategy helps the brand/company to position itself competitively in the market and
achieve its business goals & objectives.
Let us start the Lenskart Marketing Strategy & Mix to understand its product, pricing, advertising &
distribution strategies:
In this article:

 Product Strategy
 Pricing Strategy
 Place and Distribution Strategy
 Promotional and Advertising Strategy
 Service Strategy

Lenskart Product Strategy:

The product strategy and mix in Lenskart marketing strategy can be explained as follows:
Lenskart is a leading Indian ecommerce website specialising in eye-wear & eyecare products. Lenskart
through its online and offline stores sells customized made to order spectacles, contact lenses and sunglasses
as a part of its marketing mix strategy for men and women of all age brackets. Some of the popular brands
include Ray Ban, Bausch and Lomb, Tag Heuer, Johnson and Johnson, Spirit, Fastrack to name a few. Single,
bivision, bifocal or progressive spectacles and sunglasses can be made as per requirement simply by
presenting the prescription. Lenskart offers a one year warranty on its products and offers glasses in three
types- small, medium and large. Because it is common for spectacle users to own more than a pair of glasses,
Lenskart captures this sentiment by positioning glasses as a statement fashion piece more than as an item that
customers need for their daily usage. Lenskart also sells other accessories related to eye wear and care like
spray solutions, contact lenses solutions, wiping clothes, lenses case, eye wear stands and so on.

Lenskart Price/Pricing Strategy:

Below is the pricing strategy in Lenskart marketing strategy:
To meet the demands of all existing income brackets in the market who are willing to afford the purchase of
eye wear online or through physical stores, Lenskart offers value based pricing, in which products are priced
depending on the value they offer to the customers.
Products are available in value, or premium segment depending upon what is the requirement of the user
looking for the product. Since a lot of marginal costs in the supply chain get surpassed when the store delivers
to the customers directly, a number of costs are cut down leading to a reduction in the prices of spectacles by
as much as 50%. Lenskart also offers a no questions asked return policy, yet it has the lowest return rates in
the industry accounting to about 4%.

Lenskart Place & Distribution Strategy:

Following is the distribution strategy in the Lenskart marketing mix:
Lenskart, being an online brand, can be accessed everywhere. Predominantly, an online store, over the past
few years as part of its expansion policy in India, it has expanded itself to a number of cities across the Indian
subcontinent. The company through its online portal, delivers to more than 450 cities across India. They have
partnered with a number of third party vendors who are involved in rolling out deliveries across locations for
the Lenskart brand. These partners include BluDart, Javas and Delhivery to name a few.
Through the offline medium, they have expanded their reach by setting up stores in more than 66 cities across
India including tier I and tier II cities like Agartala, Tirupathi, Siliguri, Raipur, Haridwar and Varanasi.

Lenskart Promotion & Advertising Strategy:

The promotional and advertising strategy in the Lenskart marketing strategy is as follows:
To keep the brand alive in the minds of the consumer, Lenskart extensively promotes itself through Social
media and offers 24x7 helpline service to meet the best customer service requirements. Lenskart also engages
in email marketing like the initiative that they took up in collaboration with netCore which specialises in email
based marketing. They have a range of schemes which make them extremely popular with the users. Some of
them are:

 First frame free for the customers. Only payment for lenses of the first frame
 Exchange option for an old frame
  Try at home option for customers by ordering maximum 5 frames at home, trying them and
selecting
 Virtual try on through a try on a model’s picture
 Home eye check-up facility
 Doctor locator to find nearest ophthalmologist.

TV commercials and print ads have also helped Lenskart grow.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of
Lenskart.

People:
Since Lenskart is a new company, based on an entrepreneurial work style; the employees are young and high
spirited. The team is driven everyday to first bring value to its employees and then its customers. The
employees are treated as the biggest assets of the company. Experiential learning is given importance by
inculcating a learning culture through certification courses and training facilities.

Physical Evidence:
Lenskart manifests itself as brand with high recall that has online stores as well as offline stores. The logo is
identifiable with customers of the young generation. With Purab Kohli as the brand ambassador, they
launched several advertisement campaigns in an attempt to tap on the young market looking for trendy eye
wear. Hence this concludes the Lenskart marketing mix.

Process:
The Lenskart brand provides access to sophisticated technology that uses the robotic technique to deliver
micro-precision glasses with errors correct up to 0.00 degree. They import machines from a US based
company called Welch Allyn, which produces sophisticated machines which have the capability to detect
flaws in eyesight of a three-month baby as well.

The Farsighted Lenskart Marketing Strategy

Online + Offline presence

Lenskart does not just serve its customers on online platforms but also through offline stores. The customers
can avail of the services and products by Lenskart from their brick and mortastores, ordering online through
their app or website, and even booking eye checkup appointments at their homes.
As we stated earlier, Lenskart serves its customer using an omnichannel strategy to spread across multiple
customer touchpoints and offer a seamless customer service and experience across all the touchpoints.

Introduction of inhouse spectacles manufacturing

Lenskart sources its manufacturing material from china, and it carries out its product manufacturing in a factory
in Gurugram. The company signed up for a new manufacturing facility in 2020, which would be spread across
4-5 lakh sq ft. It is five times the size of its Gurugram based manufacturing facility.

By expanding its manufacturing, the company plans to increase its supply and meet the demand of customers.
By setting up their own manufacturing unit, they cut the extra costs and also make their products affordable.
Additionally, the new plant will be completely automated which means a high degree of accuracy and precision
in manufacturing.

Google ads

Google ads are one of the most effective strategies to top the search results. Lenskart targets different keywords
eyeglasses, sunglasses, glasses, to get paid search traffic from Google ads. Also, Lenksart uses the Goggle
Shopping ads to show their products directly to users so they can take action. There are more, such as display
ads, video ads, and universal app download ads. Well, that is the optimum utilization of Google ads.

Ads of all kinds

Lenskart leaves no space to place their ads. The brand runs targeted Facebook ads and Instagram ads, and
customers are more likely to see these ads while scrolling their feed.
The brand also uses conventional marketing strategies such as newspaper ads, billboards, television ads, and
email marketing.

All these efforts have made lenskart a well-recognized brand in India among all age groups.

Website SEO

Lenskart’s SEO game is as solid as its product range. Their website is SEO friendly and therefore ranks at the
top. The company targets keywords such as “eyeglasses,” “spectacles,” “glasses,” “sunglasses,” and various
other keywords related to eyewear.

Lenskart’s SEO performance is so good that they get 1300K visitors per month organically from Google.

High-quality product

Marketing does not always mean how you’re promoting, but it also focuses on what you’re promoting. Lenskart
focuses on both the product and promotions. The eyewear that Lenskart offers is of high quality as they’re
made with innovative technology.

‘Lenskart blu’ is one of their eyeglasses range made from blu cut lenses that protect eyes from harmful UV
rays. In addition to this, their Airflex range has ultra-light and super-flexible frames which do not break, no
matter how rough you use them.

Also, Lenkart claims an accuracy of 3 decimals for their lens.

Their high-quality eyewear with reasonable prices is what attracts the customers the most.

Association with premium brands

Adding premium brands to your product catalog can enhance any platform’s authenticity and value. Lenskart
offers a wide range of premium eyewear brands such as John Jacobs, Ray-Ban, Oakley, Vogue, and many more
on their platforms.

The customers can access various premium brands on a single platform.

Celebrity Endorecement
Lenskart has completely revolutionized the eyewear segment in India and now eyewear is associated with style
rather than a cure to poor eyesight. In order to do so, they roped in a few celebrities who were known for their
style among the young. Lenskart’s first brand endorsement was done by Katrina Kaif followed by Bhuvan Bam

Franchise model for Offline Stores

Initially, Lenskart launched itself as an online store, but in 2014 it ventured offline. The company adopted a
franchise model to serve the people all over India. The brand has over 720 stores in India, and they are planning
to expand.

During the pandemic, when most businesses were shifting online, Lenskart announced that it plans to open 300
more stores and make a total of 1000 stores. The eyewear company has a farsighted approach and want to reach
more customer through its physical stores.

The franchise model accelerated the offline presence of Lenskart with minimum capital deployed.

Following D2C approach

D2C means Direct-to-consumer, which is an e-commerce strategy that eliminates middles to sell products.
Lenskart uses this strategy to enhance its customer service and sell its eyewear directly from digital platforms
such as mobile apps and websites.

A D2C approach helps them understand what the customers demand, how they want, and where improvement
is needed. Lenskart enhances its services by collecting customer feedback and producing exactly what their
customer needs.

And in order to serve customers the best, Lenskart has tie-up with major logistic companies
like Delhivery, BlueDart, etc. This ensures timely and safe delivery to customers.

Frame trial using Virtual Reality

Lenskart enhances its customer service by making its customers’ experience as real as possible, even on its app.
In 2015 Lenskart launched its 3D try-on feature by partnering with a California-based start-up named Ditto.
Using this feature, the customer can try their frames in virtual reality.

This feature is the most popular in its audience and even its founder Peyush Bansal claimed that this feature
brings around 15,000 every day on their platform.

Eye Testing using Modern tech

Eye testing is a crucial service associated with eyewear. So how can Lenskart miss on this service? Lenskart
offers an eye testing service. The customers can get their eye checkups done at Lenskart stores or even at their
homes. The customers can book an eye test appointment, and an optometrist will visit them and perform their
eye test at home.

Talking about their eyesight technology, they use new-age equipment imported from the USA, which is much
smaller and lighter as compared to the conventional eyesight testing equipment.

Eyegrabbing Offers

What excites the customer about any product or service is what they “offer.” The Lenskart marketing strategy
includes various schemes and offers that attract more customers to its platform.

Some of their popular schemes are free eyesight testing, offering the first frame free to new customers, 5 frame
trails, 2 frames at ₹2500, and much more. One of Lenskart’s schemes offers a home trial where their eyewear
specialist carries 100 bestselling frames for customers to try on.

So these are the offers, which they use t attract new customers and retain the existing ones.

Wrapping Up

The Lenskart marketing strategy depicts how a niche business made it to a unicorn. One key takeaway from its
marketings strategy is to have a presence everywhere.

To make your brand visible, you need to keep appearing in front of your customer’s eyes. Lenskart catches
every eye that glances upon it and serves those eyes with the best eyewear. So, it’s your turn to create a
spectacular marketing strategy like Lenskart’s.
Lenskart is the perfect example of the amalgamation of traditional strategies and modern digital ones with an
additional punch of technology. Also a counter to those who say traditional strategies don’t work now!

SHOPPING
A retailer or shop keeper is a business that presents a selection of goods or services and offers to sell them
to customers for money or other goods. Shopping is an activity in which a customer browses the available
goods or services presented by one or more retailers with the intent to purchase a suitable selection of them

TYPES OF SHOPPING
People purchase things what they need.
The various types of shopping available for customers are:

Shopping Hubs
Shopping hubs, or shopping centers, are collections of stores; that is a grouping of several businesses.
Typical examples include shopping malls, town squares, Tlea markets and bazaars.

Stores: Stores are divided into multiple categories of stores which sell a selected set ot goods or services

Example: Big-box stores, hypermarkets, convenience stores, department stores, general stores, dollar stores
etc.

Home Shopping
Home mail delivery systems and modern technology such as television, telephones. and the internet). in
combination with electronic commerce systems, allow consumers to shop from home. There are three main
types of home shopping: mail or telephone ordering from catalogs: telephone ordering in response to
advertisements in print and electronic media such as periodicals, TV and radio); and online shopping. Online
shopping has completely redetined the way people make their buying decisions: the internet provides access to
a lot of information about a particular product. which can be looked at. evaluated. and combarison-priced at anv
given time . Online shopping allows the buyer to save the time and expense, which would have been
spent traveling to the store or mall.

Neighborhood Shopping
Generally a straight-ine strin center will a grocery store anchor. sometimes a drugstore. and other small
retailers . It caters to shoppers in the immediate neighborhood for convenience items, such as landuary, video
rental, mail and package stores. and gift items. Corner stores and ice- cream trucks are offering goods and
services

Party Shopping
The party shopping is a method of marketing products by hosting a social event, using the event to display
and demonstrate the product or products to those gathered, and then to take orders for the products before the
gathering

Online Shopping
Online shopping or e-shopping is a form of electronic commerce allowing consumers to directly buy
goods or services from a seller over the internet using a web browser. Alternative names are: e-web-store, e-
shop, e-store, internet shop, web-shop. web-store, online store, online storetront and virtual store. Mobile
commerce (or m-commerce) describes purchasing from an online retailers mobile optimized online site or app.
An online shop evokes the physical analogy of buving products or services at a bricks-and-mortar retailer or
shopping centre : the process is called business-to-consumer b2c ) online shopping. In the case where a business
buys from another business. the process is called business-to-business (b2b) online shopping . 'The largest of
these online retailing corporations are alibaba. amazon.com. and eBay. . Retail success is no longer all about
physical stores. This is evident because of the increase in retailers now offering online store intertaces for
consumers. With the growth of online shopping. comes a wealth of new market
Tootprint coverage opportunities tor stores that can appropriately cater to offshore markel demands and service
requirements.

Benefits of service quality study in Business

Good service can prompt customers to spend more than they'd planned. On top of that,
satistied customers are more likely to buy from you again. Good customerservice saves money. Retaining
established customers is cheaper and more cost effective than attracting new ones. Fifty years ago, customer
service was a matter of phone, letters and in-person conversations. Now. it often involves email. text. social
media and vour website as well.
Customer service quality should be consistently good no matter how customers connect with you. The
importance of service quality isn't only demonstrated by the loss of customers if the quality is subpar. Getting
customer service rights offers gains for your business as well:

 It increases sales. Good service can prompt customers to spend more than they'd planned. On top of
that, satisfied customers are more likely to buy from you again.
 Good customer service saves money. Retaining established customers is cheaper and more cost effective
than attracting new ones.
 It reduces barriers to buying. If you're known to stand by your return policy, customers can feel safe
purchasing something they're not sure will work for them.
 Customer service generates positive word-of-mouth and person-to-person recommendations.
 It improves the way people see your company, which boosts your reputation and your brand.
 Most employees prefer working for a company that treats customers well to one that belittles or
defrauds them.
 It helps you stay in business by keeping customers coming in the door.
 If customers have a complaint, solving their problem can impress them and turn them into return
customers

Customer Service Tips

It's important that your customer service employees translate the general guidelines into specifics suitable for
your industry. If you're running a brick-and-mortar store, for instance, customer service tips include:

 Greet customers when they enter the store and ask if they need any help.
 Acknowledge customers on the sales floor even if you're in the middle of stocking shelves.
 If your customers have to wait for service, acknowledge them and let them know how long the wait is.
 Check in with browsing customers occasionally and ask if they're finding everything they need. If they
don't want help, leave them alone.

If your team staffs a call center or otherwise deals with customers over the phone, they need a
ditterent set of customer service tips:

 Listen to the customers. Let them talk without interruption; ask questions if necessary and double check
that you understand what they want.
Ask questions rather than state demands.
 Be polite. Say please and thank you and address the customer by name.
 If the customers have to make a decision, explain the choices clearly. Highlight the pros and cons of the
different alternatives.
  Don't use jargon if there's a simple alternative way to phrase it.
 If you have to transfer the customer to someone else, explain why and don't leave him sitting on hold for
long stretches.

Why Should You Be Thinking About service quality study?

Given the importance of service quality, keeping the quality high should be a continual process. Have regular
training sessions. Listen to customer feedback about their experience.
Dissatisfied customers often just quit coming, so don't use customer complaints to your company as the only
metric. Search online and see what customers say when they're talking to other people
 Keep an eye on social media. Is your customer service receiving negative reviews on Twitter or
Facebook?
What do online review sites such as Yelp or Google My Business have to say?
 Do search engines turn up negative reviews?

It may be impossible to keep every customer happy, but if you see a persistent pattern to the reviews or
comments, that may indicate a problem that needs fixing. Possibly, your staff training is off, or company policy
doesn't meet the customers' needs. It may be that the real issue is something wrong with your products that your
help desk can't resolve.

Face to Face Customer Service Procedures

Customers should be considered an asset to any business or organization, for without the customer your
company would not exist. While customer service procedures for the telephone are very important, you should
also know how to properly interact with your customers face to face. If you get the phone service right and the
face-to-face service wrong, it can leave a bad taste in the customer's mouth concerning your business, resulting
in the loss of sales.

Look, Smile, and Greet

If you don't have any customers walking through your door, then you won't be in business for too long. Despite
that important fact, all too often, when customers walk through the doors of a business they are not
acknowledged in a way that lets them know how important they are. Let your customers know that they are
important and that they have your undivided attention.

Make eye contact with them from the moment they step foot through your doors. While making eye contact
with them, be sure to smile. Verbally greet them by welcoming them into your place of business and asking
how you can assist them.

Be Available

If the customer states that she does not require any assistance let him know know that you are still available for
assistance if he changes his mind. Don't breathe down the customer's neck if he doesn't require assistance, since
doing so can make him feel uncomfortable. However, you also don't want to wander too far off. If the customer
needs your assistance, he should be able to easily locate you.

Be Courteous

Refrain from talking on your cell phone, texting, or using listening devices such as headphones. Avoid
whispering and snickering with co-workers, since the customer may get the impression that you are whispering
and snickering about her. Not only should you watch your verbal language, but you should also watch your
body language. Avoid doing things such as rolling your eyes or sighing as if the customer is a being a bother to
you

Last Impression
When the customer is leaving your place of business, don't ignore him as if you don't see him leaving. Ask him
if he found everything he wanted. Tell him how much you appreciated his visiting your business, and ask him
to come again. Let the customer know of any upcoming sales or specials. He may come back to your business
on the day of the sale and bring a friend.

TIPS for dealing with demanding customers

Finding success in dealing with demanding customers can be accomplished when you approach the situation in
the right way. There are things to be learned from a demanding customer, but remember that there are some
people you cannot satisfy no matter how hard you

Listen and Learn

Listen at all costs. One of the big mistakes companies make when dealing with a difficult customer is not
allowing the customer to air his entire complaint before the employee begins reciting company policy or
offering the company's side of the argument. In many cases a demanding customer's complaint is simply a
comment he feels you should hear. Some people have a confrontational nature to them, so when they present an
idea they feel strongly about, it can come across as a complaint. An argument will normally erupt when an
employee doesn't listen to what the customer is saying and automatically assumes that the customer is starting a
confrontation. Train your employees to listen to what demanding and difficult customers have to say before
they react, and it's possible that many of the situations that could turn bad for your company may actually turn
out to be opportunities to learn how your company can better serve the customer.

Show Compassion

A demanding customer is still a customer, and should be treated with the concern and gratitude you would treat
any other customer. When a demanding customer registers a complaint, always thank her for taking the time to
bring something to your attention and indicate that you'll do everything you can to solve the problem. Listen
attentively and ask questions as she talks; this helps reinforce the notion that you are genuinely interested in
what's being said. Avoid putting on a fake smile. A demanding customer is not interested in being patronized,
so have a genuine conversation with her and use a steady but compassionate tone.
Always repeat the issue back to the customer so that he can confirm that you understand what he is saying. This
helps you understand the situation completely, and it will continue to enhance the feeling with the customer that
you're trying to help. The customer is less likely to elevate the conversation to the level of a controntation it vou
show genuine interest in trying to help solve her problem.

Solution

If your company has made an obvious error that has caused a customer to become enraged, it's in your best
interest to satisfy that customer as completely as possible, regardless of the cost. In some cases, it may be
something as simple as replacing a defective product. But if property damage or physical harm has happened
because of your product, that's not something that can be solved in one conversation.

If the error is on the part of the customer and he simply doesn't like your company's policies, you're best served
to stand your ground and let the customer know what you can do within the guidelines of the company. If you
allow one demanding customer to get a free ride because he complains, he'll send a line of demanding
customers your way. Make sure you know your company's policies on the topic being discussed, and then stand
your ground.

Impostance of servive enployees

Customer service representatives are employed by nearly every industry. They serve as liaisons between the
companies or organizations they work for and their customers. Customer service representatives work by
phone, letter or Internet to respond to inquiries, provide information, handle complaints, offer guidance, adjust
or update accounts and attempt to resolve problems.
They may specialize in one particular area such as billing or technical support. The duties of customer service
representatives vary depending on the nature of their employers. Because customer service affects the
reputations and the profits of businesses, it is important for customer service representatives to use the best
known practices to keep customers satisfied, happy and returning for more.

Answer customer requests or inquiries promptly. If a call is made, answer as soon as possible or reroute calls to
ensure that customers are receiving the help they need in a timely manner.
Provide a friendly greeting and make a good first impression with a customer. Use the customer's name when
appropriate to help ensure a personalized experience. Treat the customer fairly, courteously and respectfully. Be
polite and smile.

Listen carefully and politely to a customer's requests, problems or questions. Allow the
customer to vent, share information or ask as many questions as he needs.
Sincerely apologize and acknowledge problems when necessary. Gain an understanding of what the customer
needs and determine a plan of action. Ask open-ended questions to help determine what the customer needs.

Resolve situations or answer questions in a timely manner. If a problem arises that you can't fix or don't know
the answer to, get help from another customer service representative or a supervisor. Use the tools provided by
management to meet the customer's needs. A refund, replacement, extra assistance or gift may be in order. All
problems cannot be solved with refunds. Offer an alternative if the solution is not satisfactory to the customer.

Offer ongoing service or help. After a problem is solved, let the customer know that your department is
available for continued help or expertise.

Superb Customer Service

As customers, we've all been there: waiting in line for what seems like eons, only to be greeted by a grumpy
employee who is more interested in checking her text messages than saying hello or getting us quickly out the
door. Too often, customer service seems to be low on the list of priorities for employees and the companies
they work for. But when we do have a memorable or excellent customer service experience, it can seal our
loyalty to a specific organization or product forever. Superb customer service has many facets; how does yours
stack up?

Reliability

Superb customer service is service that consistently goes above and beyond customer expectations.
Organizations acquire loyal customers because their customer service is consistently excellent, which
encourages customers to continue coming back for the same great experience. If an organization can give every
customer the same superior service, their reputation among their customer base will be strengthened.

Timeliness

In a fast-paced world, customers demand quick service. Superb customer service means meeting the customer's
needs as quickly as possible while delivering quality results.
Employees should ask for backup help if needed and make an effort to work quickly and reliably.

Personalization

In a modern world, customers often feel like numbers rather than individuals. Superb customer service
interactions otter a personalized experience. Even something as simple as beginning a conversation with a smile
can improve a customer's experience. A first impression sets the stage for the customer's overall feelings about
the company. Knowing previous customers names or recalling the last time the person did business with the
organization is one way great employees often personalize customer service.

Approachability
Customers respond well to associates who are approachable. If an employee shows frustration over a customer's
demands or is rude, this will only frustrate the customer. An employee who is kind, courteous and demonstrates
that he is devoted to solving even a difficult or time-consuming customer dilemma will keep that customer
coming back.

Flexibility
The best customer service associates are those who make doing business with the company easy. They are
willing to bend the rules if possible to make the customer happy, rather than simply saying "no" to the request.
If a customer has a strange or difficult request, the best employee will work with management to find a way to
satisfy it or will provide another solution that appeases the customer. Management often has power to bend the
rules; a flexible employee will seek out any help she can to accommodate the customer.

Going Above and Beyond

There is a difference between customer service that is acceptable and customer service that is truly exemplary.
The best customer service exceeds the customer's expectations. Quality employees make an experience
memorable by showing exceptional kindness or going out of their way to help a customer in need, which in turn
makes a customer want to return. Offering a discount or coupon, or following up with a customer on a request
rather than waiting for
them to call is a great way to show excellent customer care.

Evolution of service quality concept

Historically, scholars have treated service quality as very difficult to define and measure, due
to the inherent intangible nature of services, which are often experienced subiectively.
One of the earliest attempts to grapple with the service quality concept came from the so-called Nordic School.
In this approach, service quality was seen as having two basic dimensions:
 Technical quality: What the customer receives as a result of interactions with the service firm (e.g. a
meal in a restaurant, a bed in a hotel)

 Functional quality: How the customer receives the service; the expressive nature of the service delivery
e.g. courtesy, attentiveness, promptness)

The technical quality is relatively objective and therefore easy to measure. However,
difficulties arise when trving to evaluate functional quality

Approaches to the improvement of service quality

In general, an improvement in service design and delivery helps achieve higher levels of service quality. For
example, in service design, changes can be brought about in the design of service products and facilities. On the
other hand, in service delivery, changes can be brought about in the service delivery processes, the environment
in which the service delivery takes
place and improvements in the interaction processes between customers and service providers

Role of Online Shopping

Online shopping plays a big role in the world where it helps the people to buy the products through
internet without any intermediaries. It helps the customers to save travel, cost, energy, etc. One can buy
products online with different payment options like COD, Credit/Debit Card, Net Banking, etc

The retailers/online store keepers provide various facilities to customers who buy products through online
shopping. This has led to a considerable increase in the number of people who prefer online purchase. To stay
competitive the sellers of provision give multiple discounts like free gift coupons. free deliverv and seasonal
ofters

Advantages

 Online stores are usually available 24 hours a day. and many consumers have internet access both at
work and at home
 Other establishments such as internet cafes and schools provide internet access as well. In contrast,
visiting a conventional retail store requires travel and must take place during business hours
 Online stores will display the product with texts. photos. price. etc.
 Companies can react quickly to the consumers needs or concerns
 Some things are actually cheaper online than they are in the physical store.
 Some online companies like zappos.com provide refuned or exchange lacility to consumers.

Disadvantages

 Consumers are in good need to provide their personal information like contact details for their shinding.
 Merchants also risk Iraudulent using stolen credit cards or Iraudulent repudiation of the online purchase.
 phishing is another danger, where consumers are Tooled into thinking they are dealing with a reputable
retailer, when they have actually been manipulated into feeding private information to a system operated
by a malicious party.
 Computer security has thus become a major concern for merchants and e-commerce service providers.
who deploy countermeasures such as firewalls and anti-virus software to protect their networks.
 Sometimes it may take much longer time for the delivery of the products and sometimes consumers
receive the item which is not ordered by them.

1.2 OBJECTIVES OF THE STUDY

 To study the social economic characteristics or the respondents

 To identity the factors that influences the respondents to purchase the product through lenskart
online shopping
 To analyse the level of satistaction towards lenskart online shopping.
 To find out the problems faced by the respondents towards lenskart online shopping

1.3 SCOPE OF THE STUDY

 This study highlights the preference of the customers towards the online shopping
 This study helos to determine the problems or issues faced by the customers who do online
shopping.
 It helps to find out the popular online sites which are preferred by the customers

1.4 LIMITATION OF THE STUDY

1. A sample size of 200 respondents was chosen due to the time constraint for the study.
2. The area of the study is restricted to Erode District only. So the results may not be generalized to
other places.
 3. The accuracy of the figures and data depends on the respondents view

COMPANY PROFILE

Introduction

Lenskart.com is an Indian eyewear online portal founded by Peyush Bansal, Amit Chaudhary and Sumeet
Kapahi in November 2010. The company objective is to offer disruptive and one of its kind services to the
consumers. The product range contains prescription eyeglasses, sunglasses and contact lenses. The company's
offline stores are spread across 110 cities as per end of 2016. Lenskart currently operates 250 stores where
customers can either buy, pickup their order or get it home delivered. The company is planning to expand to
400 stores by 2016-end.
Lenskart is valued at about Rs. 1700 Crore ($250 Million) as per September 2016

History

Peyush Bansal

Peyush Bansal (CEO & Founder), Amit Chaudhary (Co-founder) and Sumeet Kapahi (Co-founder) launched
Lenskart in October 2010 with a vision to "create value using Internet" and today this unique venture of selling
eyewear online has become a huge success. At a time when people were just wondering whether they would
buy anything other than books online, this trio managed to sell eyewear online.
 Since the beginning of the brand, the aim has been to figure out problems and solve them in the most
unique and creative way possible.

In January 2015, the company raised ₹135 crore from TPG Growth, TR Capital and IDG Ventures India In
2016, International Finance Corporation, Adveq Management, TPG Growth and IDG Ventures India invested a
total of $60 million in Lenskart. The company also saw investments from Ratan Tata and Kris Gopalakrishnan.
Lenskart launched the eyewear brand John Jacobs in 2017. In October 2017, Lenskart signed up its first brand
ambassador Katrina Kaif.

In March 2018, Wipro’s Chairman Azim Premjiinvested ₹4 crore in the group, taking the valuation of the
company to ₹3,000 crore. In 2018, the company became profitable, EBITDA positive. In March 2019, the
company hired Bhuvan Bam as its first male brand ambassador. The company reached a valuation of $1 billion
in December 2019 after SoftBank invested around $275 million.

In June 2022, Lenskart announced the acquisition of a majority stake in the Japanese eyewear brand Owndays
in a cash-and-stock deal which valued Owndays at around US$400 million.
In March 2023, the Abu Dhabi Investment Authority invested $500 million in Lenskart at a valuation of $4.5
billion.
Fund Raising

In September 2016, Eyewear retailer Lenskart Solutions Pvt. Ltd raised funding from Premji Invest, the private
investment arm of Wipro Ltd chairman Azim Premji. Premji joins other Indian corporate leaders like Ratan
Tata, Infosys co-founder Kris Gopala krishnan and Ronnie Screwvala as investors in Lenskart Previously,I] the
company raised $4 million in its first round of funding in 2011 from IDG Ventures. A year later, Lenskart
brought in media veteran-turned-investor Ronnie Screwvala's Unilazer Ventures on board as it secured another
$10 million. In 2015, it raised Rs 135 crore in a Series C round led by private equity firm TPG Capital,' Hong
Kong-based TR Capital and IDG Ventures.

Offline Presence

Lenskart introduced its first franchisee store in Chandigarh on January 28, 2014. The company has 250 stores
from where customers can book products and pick up later from the store or get these home delivered. The
stores are not only in Metros like Delhi & Mumbai but even cities and towns like Shimoga, Dharmapuri,
Rourkela, Devangere, Patna etc. The company is investing Rs. 60 crore to set up a lens manufacturing factory
in Greater Noida as per August 2015.

Business Model

Lenskart follows an inventory-based business model. | Various styles and brands are available on the website as
well as the store. § The online retailer ships close to 1,20,000 orders a month, The company makes more than
5,000 spectacles a day, and plans to raise it to 30,000 as per March 2016. In March 2016 NDTV reported that
Lenskart sees 2 lakh visitors on its platform every day, and ships between 800-900 glasses a day from its
facility in Okhla in Delhi.

Revenue

As per September 2016, Lenskart had annualised revenue run rate of over Rs 350 crore, with a target of
reaching Rs 2,500 crore in the next four years. It expects offline channels to contribute to 50% of the revenues
in the next two years. The company's current gross merchandise value is around Rs 300 crore. By 2021, the
company plans to have a GMV of around Rs 2500 crore.
Overall, the company has grown by 150% in the last one year.

Private
Type

Industry  Prescription eyewear

 Opticians

Founded 2010; 13 years ago

Founders  Peyush Bansal

 Amit Chaudhari[1]
 Sumeet Kapahi

Headquarters Faridabad, Haryana

,
India

Number of 2,000+ stores (2022)

locations

Area served  India

 Southeast Asia
 East Asia[2]
 Middle East[3]
 United States

Key people Peyush Bansal (Chairman; MD & CEO)

Revenue ₹1,503 crore(US$190 million) (FY

2022)[4]

Net income ₹−102 crore (US$−13 million)

(FY 2022)[4]

Number of 5,000+ (2020)

employees

Subsidiaries  Owndays
 Neso Brands[5]

Website lenskart.com
OUR VISION

Lenskart's aim is to help drop this number marginally in the coming years, which can be achieved by providing
high-quality eyewear to millions of Indians at affordable prices, giving free eye check-ups at home, and
extending our services to the remote corners of India.

OUR MISSION

Make customers feel 'wow' by doing something that has never been done before in the eyewear industry. It
began with an aim. An aim to provide every Indian access to high-quality designer glasses without shelling out
their pocket. We rocked our brains. We broke our backs to come up with a plan that will not just change the
way this industry works but also completely sweep customers off their feet. It can only be achieved if we
provide.

GREAT QUALITY

Made by robots
We are India's first and only brand to use the robotic technique that delivers glasses that are accurate to three
decimal places. These machines, imported from Germany, ensure perfection on all fronts: an automated system
that allows to inspect lenses, determine the geometric center, and load the lenses for edging without the need for
a finishing block.

Mind of machine

Our people have zero tolerance for error, and our call center aims to delight every customer, solve their
problems, and work on their feedback.

VARIETY

We let the numbers talk

We have over 5,000 styles of eyewear, which is five times more than any retailer in India has.

An eye for an eve

We offer everything that can make it easier for you to see our wonderful world clearly, including eyeglasses,
sunglasses, reading glasses, and contact lenses.
VALUE FOR MONEY

Not all good things in the world are expensive

Our prices are lower than any of the local opticians. We offer a wide range of rates to accommodate all of our
consumers. Prices start at Rs.299 and go up to Rs.35,000.

No middleman. No extra cost

No middleman simply means no middle ground. Our products come straight from the manufacturer, thereby
eliminating all the extra costs and burdens.

One for everyone

From eyeglasses to sunglasses to reading glasses to contact lenses to progressive lenses, we have it all.

We are just in your neighbourhood!

Via brick-and-mortar locations, we deliver the Lenskart experience to you in person. We have only just begun
this journey, with more than 1400 retail locations around the nation and many more to open.
At your Doorstep
When we say we are never too far, we mean it. Give us a call, chat with us, or register online, and we will be at
your doorstep for a home eye check-up. International quality, computerized equipment, certified refractionists -
we have it all to give you the best home eye check-up experience. There are no obligations to buy.

SWOT Analysis

STRENGTH
 No big Competitor
 Advanced and patented technology usage
 Strong presence in the e-commerce business
 Strong brand portfolio
 Strong identify & brand image
 Trendy store layout
 High quality products

WEAKNESS
 Indian public is still not open to purchase eye-gear online
OPPORTUNITY

 Expansion in new markets: international markets

 Development of new concepts
 Increasing online sales

THREATS
 Competitive or fluctuated e-commerce
 Change in government regulations
 Product prices may be too high for certain demographic groups to afford
BRANCH PROFILE

From Lenskart.com at Shankar Nagar, Raipur

Lenskart is India's fastest growing eyewear business with over 1000 optical stores around the country. Our
mission is to give vision to every Indian at an affordable price.
Lenskart's products range from prescription eyeglasses, branded contact lenses and sunglasses, all equipped
with the customers' eye power. The store offers free eye check up to its customers which is performed by
certified Optometrist. The free eye test service is available across all stores in India.
Lenskart Shankar Nagar, Raipur, Chhattisgarh is the perfect choice for you.
BRANCH PROFILE

The year Lenskart step in to the Raipur :-

Franchise price :-
Franchise holder name :-
Branch manager :-
No of employees :- 6
Monthly sale :- 5L - 6L

Address :-
Plot No MIG 53, Sector 1, Ward No 31,
Turning Point Square, Shankar Nagar,
Raipur, Chhattisgarh 492007
Key features & technology

Lenskart has innovated itself over the years and have come out as service innovators:

 Made by robots: Lenskart is India's first and the only brand to use robotic technique that delivers glasses
which are accurate to 3 decimal places. These machines imported from Germany, ensure perfection on
all front: an automated system that allows to inspect lenses, determine the geometric center, and load the
lenses for edging without the need of a finishing block
 3D Try On: You can try 1000's of frames in 3D on your face
 Home Trial: In December 2013, Lenskart introduced a home check-up program. Book an appointment
and their certified optometrist will visit a prospective customer at home/office who will also carry over
100 frames with them. It's as easy as booking a cab, Book it through the app or website
 Try it before you buy it: You can choose from thousands of styles online and select up to 5
 frames to try at home. Lenskart will send someone to your house for a free trail
 RESEARCH METHODOLOGY

MEANING OF RESEARCH

Research in common parlance refers to a search for knowledge. Once can also define research as a scientific
and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific
investigation.

Study of business research methods is required to know about the process and tools, needed to reduce risk in
managerial decision making.

Business Research Concept

Business Research is a systematic inquiry that provides information to guide managerial decision. It is a
planning, acquiring, analyzing and disseminating relevant data, information and insights to decision makers in
ways that mobilize the organization to take appropriate actions that, in turn maximize business performance.

So much attention is placed on measuring and enhancing Return on Investment. For this we calculate financial
return for all expenditure. Organizational managers want to know what
strategies & tactics capture the highest return.

In last few years, as technology has improved our measurement and tracking capabilities, managers have
realized they need a better understanding of employee, stakeholder and customer behavior in order to influence
the desired metrics. Business Research plays an important role in this new measurement environment. It helps
managers to choose better strategies and tactics.
Research in a layman language means a search for acknowledges. One can also define research as a
Scientific and systematic search for potential information on a specific topic. In fact research is an art of
scientific investigation. The dictionary meaning of research is "a careful investigation or inquiry especially
through search for new facts in any branch of knowledge". Redman and Mary define research as a
"systematized effort to gain new knowledge". Some people consider research as a movement from known to
unknown.

Research is an academic activity and as such the term must be used in a technical sense.
Research is an original contribution to the existing stock ofthe knowledge making for its advancement. It is
pursuit of truth with the help of study, observation, and experiment.
The purpose of research is to discover answers to questions through the application of systematic procedure.
The main aim of research is to find out the truth, which has not been discovered yet.

OBJECTIVES OF RESEARCH

The purpose of research is to discover answers through the application of scientific procedures.
 The main aim of research is to find out the truth which is hidden and which has not yet been discovered
as yet.
 To gain familiarity with a phenomenon or to achieve new insights into it.
 Toportray accurately the characteristics of a particular individual, situation or a group.
 To determine the frequency with which something occurs or with which is associated with something
else
 To test a hypothesis of casual relationship between variables.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. The research
methodology includes the us methods and techniques for conducting a research.

Defining the Research Problem and Obiectives: It is said that. "A problem well defined is "Half solved". The
first step in research methodology is to define the problem and deciding the research obiective. The oblective of
my study is to know the consumer buving behavior of personal care products of Himalava

RESEARCH DESIGN

Research Design is a blueprint or Iramework for conducung marketng research project. It species the details of
the procedures necessary for obtaining the information needed to structure and solve marketing research
problem. The research
Design used in this study is descriptive research.

Descriptive Research

The descriptive research is also known as statistical research. describes data and characteristics about the
population or phenomenon being studied. The descrintion is used for frequencies Averages and other statistical
calculations. The research deals with everything that can be counted and studied. But there are always
restrictions to that. The research must have an impact to the lives of the people around the researcher.

Samplings Design

Sampling can be defined as the section of some part of an aggregate or totality on the basis of which judgment
or an inference about aggregate or totality is made. The steps involved in sampling design are as follows:

UNIVERSE

 Theoretical universe: Consumers of personal care products of Himalaya all over the world.
 Accessible universe: Consumers of personal care products of Himalaya in India .

SAMPLING FRAME
The sources of information are retailers, friends and relatives. The sampling frame includes the following which
are as follows:

SAMPLING UNIT

Sampling unit of this study was individuals who are using the lenskart.

SAMPLING SIZE

Sampling size is the total number of units which covered in our study. The sample size of this study is 50.

SAMPLING TECHNIQUE

Sampling Technique used in this study is Non-Probability Convenience Sampling. It is that type of sampling
where the researcher selects the sample according to his or her convenience.

DATA COLLECTION

The data can be collected in two wavs and they are as follows:

A)PRIMARY DATA

Primary data are those. which are collected a fresh and for the first time and thus hannen to be original in
character. It is the backbone of an study. Primarv data was obtained from versonal interview of respondents
with the help of widelv used and well known method of survey. through a well structured questionnaire

B)SECONDARY DATA

Secondary data are those which have already been collected by someone else and which have already been
passed through the statistical process. In this case one is not confronted with the problems that are usually
associated with the collectior of original data. Secondary data either is published data or unpublished data.
Secondary data was collect from the internet only

RESEARCH INSTRUMENT

Research instrument is that with the help of which we collect the data from respondents. Here in this survey, the
questionnaire has been used which consists of multiple choices. close ended and oven ended questions.

ANALYSIS OF DATA

The data after collection has to be processed and analyzed with the outline laid for the purpose at the time
of developing the research plan. This is essential for a scientific study and for insuring that we have all relevant
data for making contemplated comparison and analysis.
Technically speaking processing implies editing, coding, classification and tabulation of collection data so that
they are amenable to analysis.

The term analysis refer to the computation of certain measures along with searching for patterns of relationship
that exist among data groups. To analyze the data percentage, pie charts, graphs etc are used.
Research desig Descriptive

Population The entire customer who visited the outlet

Customer who visit and purchase.

Sampling size 50

Sampling technique Non probability- convenient sampling technique

Source of data collection Primary & secondary data

Tools of data collection Questionnaire

Tools & technique of data analysis Percentage

Data presentation Table and pie chart

 DATA ANALYSIS AND INTERPRETATION

1. MONTHLY INCOME OF RESPONDENTS ?

Monthly Income No. of respondent In percentage

Below Rs 10.000 16 32%

Rs. 10,000-20,000 12 24%

07 14%
Rs.20,000-30,000

Rs.30,000 and 15 30%

above

Total 50 100%

Source :- Primary Data

INTERPRETATION

The above table shows that 14% of the respondents monthly income is Rs.20.000 - Rs.30.000. 24 % of the
respondents income is Rs. 10.000-20.000. 32% of the respondents monthly income is below Rs.10.000 and
30% of the respondents monthly income 1s Rs. 30.000 and above
It concluded that, majority (32%) of the respondents monthly income is Below Rs10,000
 2. SOURCES OF AWARENESS OF LESNKART SHOWROOM ?

No. of
Awareness In percentage
respondent

Friends 18 36%

Relatives 07 14%

09 18%
Colleagues

Advertisement 16 32%

Total 50 100%

Source :- Primary Data

INTERPRETATION

The above table shows that 36% of the respondents are aware of friends, 14% of the respondents are aware of
relatives, 18% of the respondents are aware of colleagues, 32% of the respondents are aware of advertisement.
It concluded that. most of the respondents have been aware from colleagues of Lenskart online shopping
 3. FREQUENCY TOUCH WITH LESNKART?

Frequency No. of respondent In percentage

Less than a year 19 38%

1-2 year 06 12%

10 20%
3-4 year

Above 4 year 15 30%

Total 50 100%

Source:- Primary Data

INTERPRETATION

The above table shows that 38% of the respondents are less than a year touch in lenskart,12 % of the
respondents are 1-2 years, 20% of the respondents are 3-4 years , 30% of the respondents are above 4 years.
It concluded that, most (38%) of the respondents stated that less than a year touch with in lenskart
 4. PRODUCT PURCHASE IN LENSKART SHOWROOM ?

Frequency No. of respondent In percentage

Lenses 15 30%

Frames 11 22%

02 04%
Contact lenses

Both (a) (b) 22 44%

Total 50 100%

Source :- Primary Data

INTERPRETATION

The above table shows that 44% of the respondents are buying lenses in lenskart showroom , 22% of the
respondents are buying frames,04% of the respondents are buying contact lenses, 44% of the respondents are
buying lenses and
It concluded that maiority (44%) of the respondents are buying lenses in lenskart showroom.
 5. PRODUCT USE AT PRESENT ?

Product No. of respondent In percentage

Lense 15 30%

Frame 09 18%

10 20%
Contact lense

All 16 32%

Total 50 100%
Source:- Primary Data

INTERPRETATION

The above table shows that 30% of the respondents have using lense, 18% of the respondents using contact
lense and 20% of the respondents are using lense and contact lense
It is concluded that,majority(32%) of the respondents are using lense ,frames and contact lense
 6. TYPE OF LENSE WEAR PRESENT ?

Product No. of respondent In percentage

Convex 18 36%

Concave 14 28%

18 36%
Bifocal

Total 50 100%

Source:- Primary Data

INTERPRETATION

The above table shows that 36% of the respondents have using Convex, 28% of the respondents using convex
and 36% of the respondents have using bifocal. It is concluded that, majority(00%) of the respondents are using
convex.
 7. CONTACT LENSES WEAR AT PRESENT ?

Product No. of respondent In percentage

Daily wear contact lense 22 44%

Extended wear contact 12 24%

05 10%
Toric contact lense

22 44%
Bifocal contact lense

Total 50 100%

Source :- Primary Data

INTERPRETATION

The above table shows that 44% of the resnondents have wear dailv contact lenses. 24% of the resnondents
using extended wear contact lense, 10% of the respondents are wearing toric contact lenses and 22% of the
respondents are using multifocal / bifocal contact lenses.
It is concluded that, majority (44% of the respondents are wearing daily wear contact lenses).
 8. TIME OF PURCHASE?

Product No. of respondent In percentage

Offer days 28 56%

Normal days 22 44%

Total 50 100%
Source :- Primary Data

INTERPRETATION

The above table shows that 56% of the respondents have purchase at the time of offer days and 44% of the
respondents are purchased in normal davs
It is concluded that, majority 56% of the respondents are purchased in ofter davs.
 9. BRAND PREFERENCE ?

Product No. of respondent In percentage

Lenskart 31 62%

Other 19 38%

Total 50 100%

Source :- Primary Data

INTERPRETATION

The above table shows that 62% of the respondents are prefer purchase of lenskart and 38% of the respondents
are purchased others.
It is concluded that, majority 62% of the respondents are preference to purchase of lenskart
 10. LEVEL OF SATISFACTION ABOUT BRAND ?

Product No. of respondent In percentage

Very satisfied 22 44%

Satisfied 10 20%

Neutral 3 6%

07 14%
Dissatisfied

08 16%
Very dissatisfied

Total 50 100%
Source:- Primary Data

INTERPRETATION

The above table shows that 44% of the respondents are highly satisfied with fashion & trend, 20% of the
respondents are satisfied, 06% of the respondents are neutral, 14% of the respondents are dissatisfied and 16%
of the respondents are highly dissatisfied with brand. It is concluded that, majority (44%) of the respondents are
highly satisfied with fashion and trend.